Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.     

The Impact of Negative Campaign Ads

We compared negative and positive ads in the context of a fictitious election. Participants read a strong or weak message supporting one candidate (positive ad) or derogating the opposition candidate (negative ad). The strong positive message had a greater impact on attitudes toward the candidates than the weak positive message, but message strength had no significant effect for negative messages, suggesting that positive messages are centrally processed, and negative messages serve mainly as peripheral cues. Accordingly, a strong positive message was more effective than a weak positive message, but a weak positive message was less effective than a weak negative message. We conclude that negative political ads are advisable only when candidates cannot provide strong arguments to support their candidacy.     

Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation

This research aims to explore the impacts of ad metaphors and goal orientation on the relationship between brand commitment and attitudes toward the competitor brands. Results show that prevention‐focused consumers with high brand commitment do not exhibit differentially favorable attitudes toward the competitor brands, regardless of ad metaphors. In contrast, prevention‐focused consumers with low brand commitment exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads. Moreover, promotion‐focused consumers exhibit more favorable attitudes toward competitor brands advocated by highly metaphorical ads than those advocated by low metaphorical ads, regardless of brand commitment.     

Regulatory fit in framing strategy of parental persuasive messages to young children

The present research examined regulatory fit in parental messages aimed at young children. Study 1 measured parents' chronic regulatory focus, asking them to select either positively or negatively framed messages for promotion‐ and prevention‐focused outcomes. The results showed that parents preferred positive frames for promotion‐focused messages and negative frames for prevention‐focused messages. Furthermore, parents with a chronic promotion focus favored a positively framed strategy more than parents with a prevention focus. Study 2 found that parents adopted different message strategies depending on whether they favored an active responsive or an active restrictive parenting style. Together, these findings demonstrate for the first time the applicability of regulatory focus/fit theory to explain parents' preferences for positively and negatively framed messages targeting children.     

Gain or non‐loss: The message matching effect of regulatory focus on moral judgements of other‐orientation lies

Previous studies found that individuals with promotion focus are more likely to be persuaded by messages framed in terms of gain‐related words; individuals with prevention focus are more likely to be persuaded by messages framed in terms of loss‐related words. This is known as the message matching effect of regulatory focus. The present study extended this effect into the field of moral judgement of other‐orientation lies. Two experiments were conducted, revealing that (a) individuals with promotion focus judged gain‐framed other‐orientation lies to be more moral, while individuals with prevention focus judged non‐loss‐framed other‐orientation lies to be more moral; and (b) the subjective processing fluency had a partial mediating role in the message matching effect. Theoretical implications and future research directions were discussed.     

The impacts of goal orientation,terminology effect,and source credibility on communication effectiveness

This research explores the interaction effect of terminology and source credibility on communication effectiveness between prevention‐focused and promotion‐focused individuals. Results reveal that communication messages containing terminologies are more effective than those containing no terminologies for promotion‐focused individuals, whereas messages containing no terminologies are more effective than those containing terminologies for prevention‐focused individuals. Furthermore, messages containing terminologies endorsed by either a high‐ or a low‐credibility source are more effective than those containing no terminology information for promotion‐focused individuals. However, for prevention‐focused individuals, communication messages containing terminologies endorsed by a highly credible source are more effective than those containing no terminology information. Alternatively, communication messages containing no terminology information are more effective than those containing terminologies endorsed by a low credible source.     

Safe driving communication: A regulatory focus perspective

This research article examines the effects of self‐regulation on adolescents' aggressive driving tendencies and their attitudes toward safe driving communication. Two experimental studies demonstrate that an individual's regulatory orientation is a good predictor of aggressive driving tendencies and that self‐regulation plays a moderating role on the effects of safe driving messages on recipients' attitudes. Specifically, the findings reveal that promotion‐oriented (vs. prevention‐oriented) individuals are more likely to demonstrate aggressive driving tendencies. In addition, promotion‐oriented individuals show more favorable attitudes toward gain‐framed safe driving messages than loss‐framed messages. Prevention‐oriented individuals show the opposite pattern. Implications for theory and practice are discussed.     

Matching temporal frame to recipients' time orientation in exercise messaging: Does argument quality matter?

ObjectivesIn this study, the extent to which argument quality impacts upon tailoring effects in exercise messages is explored.Design2 (Strong versus Weak) × 2 (Tailored versus Not Tailored) Experimental Design.Method127 young adults (Mage = 20.70, SD = 3.06) received either strong or weak messages about a new exercise class that were tailored to be congruent or incongruent with their chronic time-orientation.ResultsNo main effects for message tailoring were found, but a significant interaction between argument quality and message tailoring emerged for two dependent variables: instrumental attitudes and willingness to recommend the class to a friend. Under tailored conditions, scores for both dependent variables were significantly higher for those who received a strong argument than for those who received a weak argument, whereas there was no difference between those who viewed a strong and a weak argument in the non-tailored conditions.ConclusionsThe study corroborates findings from other research that tailored messages are most likely to be consequential under conditions of strong argument quality.     

Framing effects of per‐person versus aggregate prices in group meals

This research draws on regulatory focus theory and applies it to the context of price framing in group meals. Specifically, it examines the possibility that a per‐person framing of price (an aggregate price) may activate a promotion focus (prevention focus) in consumers. The results of five experiments show that participants (a) generated more promotion‐relevant (vs. prevention‐relevant) thoughts, (b) were more inclined to consume the group meal when a persistent focus on promotion (vs. prevention) was exhibited, (c) rated promotion‐focused (vs. prevention‐focused) messages more favorably, and (d) reported a higher intention to opt for an offer where the chance of obtaining a positive goal was enhanced, in response to a per‐person price rather than an aggregate price. Mediation analyses provide additional evidence for the notion that pursuit of promotion goals (prevention goals), which relate to obtaining value (avoiding loss) primed by a per‐person price (an aggregate price), had the effect of regulating one's choices. Managerial implications of the findings are discussed, followed by recommendations for future research.     

The cultural congruency effect: Culture, regulatory focus, and the effectiveness of gain- vs. loss-framed health messages

The present study contributes a cultural analysis to the literature on the persuasive effects of matching message frame to individuals’ motivational orientations. One experiment examines how members of cultural groups that are likely to differ in their regulatory focus respond to health messages focusing on either the benefits of flossing or the costs of not flossing. White British participants, who had a stronger promotion focus, were more persuaded by the gain-framed message, whereas East-Asian participants, who had a stronger prevention focus, were more persuaded by the loss-framed message. This cultural difference in persuasion was mediated by an interaction between individuals’ self-regulatory focus and type of health message. Thus health messages framed to be culturally congruent led participants to have more positive attitudes and stronger intentions to perform the health behaviors, and the interaction between self-regulatory focus and message frame emerged as the pathway through which the observed cultural difference occurs. Discussion focuses on the integration of individual difference, socio-cultural, and situational factors into models of health persuasion.     

Effects of Parent‐Extension Similarity and Self Regulatory Focus on Evaluations of Brand Extensions

Research has shown that a similar extension of a brand is evaluated more favorably than a dissimilar one. In this research we demonstrate that self‐regulatory focus (promotion vs. prevention focus) significantly moderates the effect. Four experiments demonstrated that similar extensions were evaluated more favorably than less similar extensions when participants were chronically or momentarily prevention focused, whereas such effect was eliminated and sometimes even reversed when participants were chronically or situationally promotion focused. This discrepancy was attributed to different weights attached to the perceived risk and to the perceived hedonic value of the extension by promotion‐focused vs. prevention‐focused individuals.     

Majority versus minority influence: the role of message processing in determining resistance to counter‐persuasion

Two experiments examined the extent to which attitudes changed following majority and minority influence are resistant to counter‐persuasion. In both experiments participants' attitudes were measured after being exposed to two messages, delayed in time, which argued opposite positions (initial message and counter‐message). In the first experiment, attitudes following minority endorsement of the initial message were more resistant to a second counter‐message only when the initial message contained strong versus weak arguments. Attitudes changed following majority influence did not resist the second counter‐message and returned to their pre‐test level. Experiment 2 varied whether memory was warned (i.e., message recipients expected to recall the message) or not, to manipulate message processing. When memory was warned, which should increase message processing, attitudes changed following both majority and minority influence resisted the second counter‐message. The results support the view that minority influence instigates systematic processing of its arguments, leading to attitudes that resist counter‐persuasion. Attitudes formed following majority influence yield to counter‐persuasion unless there is a secondary task that encourages message processing. Copyright © 2007 John Wiley & Sons, Ltd.     

Regulatory Framing and Collective Action: The Interplay of Individual Self‐Regulation and Group Behavior

Two studies examined the relations between regulatory focus and collective action. In Study 1, undergraduate women expressed stronger action intentions when they were primed to consider prevention (ought‐self) self‐discrepancies than promotion (ideal‐self) self‐discrepancies, suggesting that collective action is more likely to occur when individuals are prevention‐ rather than promotion‐focused. In Study 2, however, prevention‐focused women expressed stronger action intentions in response to security framing, whereas promotion‐focused women expressed stronger action intentions in response to achievement framing. This suggests that the relative disinterest in collective action among promotion‐focused individuals can be overcome with the appropriate promotion‐focused framing. Implications for analyses of both collective action and regulatory focus are discussed.     

The relationship of character structure to persuasive communication in advertising

The persuasive effect of character structure--defined as a person's organized set of drives, dispositions, and satisfactions with which they approach the world--was assessed in the context of printed advertising. Subjects were exposed to one of two levels of argument strength (strong versus weak) and one of two levels of message spokesperson (celebrity versus noncelebrity) in a printed-advertising task. Subjects classified as Other-directed, individuals who possess a strong need to get along with others, exhibited greater attitudinal responsiveness to the test advertisement as measured on a composite attitude scale than did those classified as Inner-directed, needing to get ahead, or succeed. Other-directed subjects' attitude scores were more responsive to the message source than were the comparable scores of Inner-directed subjects. Results regarding argument strength were not significant but suggest that Other-directed attitudes are influenced by a combination of textual arguments and social cues.     

The Effects of Fear of AIDS and Gender on Responses to Fear-Arousing Condom Advertisements

The effects of message fear arousal, fear of AIDS, and gender on attitudinal responses to condom advertisements were tested in a laboratory experiment. Ninety-five male and 96 female college students, previously assessed for fear of getting AIDS, rated the effectiveness of 1 of 4 high-fear or 4 low-fear condom ads in motivating them to buy the product. Contrary to prediction, the high-fear condom ads did not significantly differ from low-fear ads in effectiveness. The prediction that subjects' fear of AIDS would interact with ad fear level was also not supported. However, subjects with a high fear of getting AIDS viewed ads as more effective than did low-fear subjects. As predicted, male subjects viewed ads as more effective than did women. Results support the health belief model's tenet that a sense of vulnerability facilitates acceptance of a message. Implications of the results for condom use promotion in AIDS prevention materials are discussed.     

Regulatory focus as a predictor of attitudes toward partitioned and combined pricing

Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers' information processing style, which in turn leads to important differences in attitudes towards partitioned and combined pricing. Specifically, promotion focused consumers are more likely to engage in global processing and global processing is linked to preferences for partitioned (versus combined) prices.     

The stages-of-change approach for prosocial behavior: Message tailoring to encourage blood donation

This research applied the Trans-Theoretical Model and the Construal Level Theory to framing messages for blood donation. People can be at different degrees of readiness for blood donation and are, therefore, dispersed into discrete stages of change. These stages of change correspond to varying psychological distances that define the extent to which a person's thinking on the suggested behavior is abstract (high construal level) or concrete (low construal level). Differences in psychological distance thus affect whether individuals focus on how easy it is to donate blood (feasibility) or on why it is important to donate blood (desirability) in the ad message. This research conducted two studies using a 2 (types of message: feasibility vs. desirability—manipulated) × 3 (stages of change: pre-contemplation vs. contemplation/preparation vs. action/maintenance—measured) between-subject, randomly assigned factorial design experiment. The results of both studies showed that for individuals in the pre-contemplation stage, desirability, rather than feasibility, messages were more likely to produce favorable attitudes toward the ad, its sponsoring organization, and blood donation behavior itself, whereas the opposite was true for those in the action/maintenance stage. Those differences were weakened or not observed for those in the contemplation/preparation stage. These patterns of interaction were not replicated for behavioral intention. Collectively, these findings suggest that tailoring a message according to the intended audience's stage of change should promote positive attitudes for blood donation. Meanwhile, future research is needed to bridge the attitude-behavior gap when it comes to blood donation.     

The interaction effect of ad appeal and need for cognition on consumers' intentions to share viral advertisements

Viral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.     

Attitude accessibility and message processing: The moderating role of message position

Past research suggests that pre-message attitude accessibility can influence the amount of processing of persuasives messages (with highly accessible attitudes eliciting higher levels of processing than attitudes lower in accessibility). The current research suggests that the previous conclusions are only partly true—effects of accessibility on message processing are moderated by the extent to which the persuasive message is proattitudinal versus counterattitudinal. In two experiments, pre-message attitudes and attitude accessibility were measured (Study 1) or manipulated (Study 2) prior to receiving a strong or weak persuasive message. When messages were counterattitudinal, increased pre-message accessibility was associated with greater message processing (as in past research). However, when messages were proattitudinal, increased pre-message accessibility was associated with decreased message scrutiny. Potential underlying mechanisms and implications are discussed.